A fundamental shift is taking place in business. At its core is the realization that, to create a meaningful connection, brands need to start behaving less like faceless institutions and more like people. For B2B organizations, brand has never mattered more.

At the core of the Human Era is the realization that the search for trust extends to organizations and brands as well as to people. And as you'll see, those who hope to be successful must be willing to hold up their side of the bargain.

Over the last 70 years of design here at Lippincott, we’ve learned that the doing is just as important as the thinking. In this piece, we lay out the precepts and principles of the craft itself — the meticulous exercise of converting strategies to beautiful, simple and meaningful work.